Social Media Strategy / Creative Direction / Design – Freelance
Client: Sustainable Restaurant Association
Project: Food Made Good campaign
Food Made Good, an initiative by the Sustainable Restaurant Association (SRA) is the world’s largest food service sustainability programme. A global movement working to make every meal served out of home as sustainable as possible.
2020 was an incredibly tough year for the restaurant industry. So Food Made Good launched a campaign to highlight the sustainability achievements of the foodservice community with diners, and to raise the profile of SRA members and drive footfall to their sites. We wanted to celebrate all the incredible things that valued members of the Food Made Good community did to serve better, more sustainable food. Working with local and national press, special interest magazines, and influencers – the mission was to increase reach and get members’ stories heard.
I worked closely with Food Made Good to create a social media strategy for the campaign launch, and was creative director for all campaign assets. From platform, content, influencer and posting strategy – to designing new assets, flyers for the campaign. The result was a beautiful, organic, refreshed feed that not only made the most of campaign assets, but through all the messaging to life and made it relevant and shareable across the whole foodservice community.
For the month of October, Food Made Good launched a public campaign to shout about the best in tasty, sustainable food and showed diners where they can get it. They called on all foodservice businesses to post a dish which shouts about sustainability, and made sure those stories were heard and diners were signposted to their doors.
Social media was the home of the campaign and I was brought in to create a strategy and editorial calendar for the duration of the campaign, and to creatively lead and design the key assets to support. The editorial calendar and assets were based on several key focus areas: food waste, local sourcing and heroing vegetables.
I also created a strategy and calendar around launching the key launch films on social, and generated additional social assets from existing footage to make the most of available content.
– The campaign social strategy covered key areas including:
– Social campaign objectives
– Editorial calendar
– Platform strategy
– Influencer collaboration and content briefs
– Paid Media